Market Research Report: Introduction

The last half of this course will provide you with the opportunity to take on the role of a market researcher, working for an existing company of your choice (you will use the same company for the entire project). You will conduct primary research based upon a “problem” or “objective” that you perceive within the organization. For instance, a problem might be that a newly introduced product is not producing the projected sales figures. Unit V will begin the Market Research Report with an introduction, including research into the company background and objectives for your research study. Unit VI will continue this report with a discussion around the methodology you will use in your research study. Unit VII will analyze the results of the primary research, and finally, Unit VIII will interpret the results into final conclusions and recommendations.

For this unit’s section of the Market Research Report, you will introduce the company, the product line(s), and the problem or objective that you are attempting to research. Discuss who you will be surveying (sampling). As a reminder, you should be using an existing, real-life company with a research problem based upon your perception. Chapter 16 in the textbook provides a guide for composing an effective Market Research Report, which may be helpful as you begin to construct the introduction.

Your response for this unit should be a minimum of two pages, not including the title page or reference page. References should include your textbook and a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

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